Milan is preparing for its September Women's Fashion Week, which runs from September 22nd to September 28th. Prada will start the calendar for the first time on Tuesday, September 22nd at 2:00 PM, with Giorgio Armani closing the week on Sunday, September 27th. The calendar lists 60 shows (54 physical and 6 digital), including Diesel on Tuesday afternoon, Fendi on Wednesday, Gucci on Friday, and Dolce & Gabbana on Saturday. Among the most anticipated new arrivals are the debuts of Moschino's new creative directors, Loris Messina and Simone Rizzo (founders of Sunnei), who have been appointed to oversee the company following Adrian Appiolaza's departure. Four additional international brands will also be added to the physical calendar, including Portuguese LVMH Prize winner Marques' Almeida. On the industrial front, however, the tone remains cautious: Carlo Capasa, president of the National Chamber of Italian Fashion, stated that the sector has lost approximately 10 billion euros in turnover over the last three years, with the context remaining under pressure despite the creative ferment of the Milanese calendar.